Mazda still mulling over Mazda2, while Honda dealers clamor for more Fits
According to Mazda President Hisakazu Imaki, "As soon as North American dealers see this, they ask for it." That, in reference to the new Mazda2, a freshly styled sub-compact that is set to go on sale in Europe this fall.
The only problem is that Mazda execs are still waffling on whether or not to throw their hat into the ring in N.A. to compete with the Honda Fit and Toyota Yaris. Currently, Mazda's focus is set on the ever-expanding crossover segment, and Mazda's corporate cousin, Ford, is working on the release of a Mazda2-based vehicle for sale in the U.S.
But Mazda (and Ford's) delay is causing buyers to head on down to their local Honda dealer to place an order for a Fit. The only rub: they still can't keep enough in stock. Honda's production plans for the Japanese-manufactured Fit is only 54,000 units per year, and both Honda bigwigs and U.S.-based dealers admit that it isn't enough to keep up with demand. In 2006, 27,934 Fits were sold in the U.S., and in the first six months of this year, they've moved 23,769 units off the lot. In a fuel-efficiency crazed market, demand is off the charts, but until Mazda/Ford and Honda get its act together, buyers are laying down their cash for the Yaris, xB and Versa.[Sources: Mazda2 – Automotive News (Sub. Req.); Fit – Automotive News (Sub. Req.)]
Reader Comments (Page 1 of 3)
Owen 8:18AM (7/09/2007)
It's ashame that Mazda is putting all of their efforts on the crossovers, because from what I can see, they are selling rather miserably. The 3 is their best seller by far. I think the 5 would sell better as well if it would just get some marketing support.
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Don 4:35PM (7/09/2007)
That's right. That's what we need. More giant-assed "CUV's".
Dave 8:23AM (7/09/2007)
Its definitely a gamble.
The only reason the Fit and Yaris are selling well is because they are a fashion statement like the Prius.
The Corolla, Civic, and Focus, with nearly the same fuel economy, offer a more reasonable level of interior space, but they don't make as much of a statement.
Ditto the Aveo and Accent, which are also less trendy.
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Mike 9:01AM (7/09/2007)
The 5 door Fit vs 5 door Civic (GX): (From Honda's website)
Fit $13,800
Civic GX $24,590
Civic SI Sedan $21,290
Length:
Fit - 157.4 in - wheel base 157.4 in
Civic GX - 176.7 in
Civic SI - 176.7 in wheel base 106.3
Passenger Volume:
Fit - 90.0 CI
Civic GX - 90.9
Civic SI - 88.4 CI
I'm not sure that it's fair to say that people are buying a Fit over a Civic because of fashion. If you compare price, and outside dimensions to inside passenger space the Fit seems on paper to be a way better deal. I didn't bother to look at all of the specs for the Focus and Corolla, but I wouldn't be suprised to see something similar.
The Corolla is closer in price, but is a bigger car (178.3 in length, 102.4 wheel base).
I have a Mini CooperS (143.1 length, WB: 97.1 in) and can tell you that having such a small car can be handy. For some this might be the reason vs fashion.
geo.stewart 9:12AM (7/09/2007)
I agree. talking with others, you just arent getting the benefit from buying the Fit/Yaris/Versa when the larger cars (Civic/Corolla/Sentra) getthe same performance.
While the fit and civic may have the same passenger room, the Civic has a trunk. and options. And I'm guessing that with most of these, you can get a pretty good deal on the bigger brother so walkout price is not that different.
Its the same with the hybrids, you are paying way more than you save on MOST of them. So you may use less gas, but you are paying more per gallon for it.... I applaud those who choose to do that because ultimately that will drive down the cost of hybrid technology but economically, it doesnt make sense.
srivendel 9:52AM (7/09/2007)
Hey, way to stack the deck, Mike!
A Civic DX Coupe costs $14,810, which is only $950 more than a base Fit.
Let's try apples to apples next time.
Mike 10:09AM (7/09/2007)
>Hey, way to stack the deck, Mike!
>A Civic DX Coupe costs $14,810, which is only $950 more >than a base Fit.
>Let's try apples to apples next time.
THe DX is only two door (If I understand Honda's models, which I admit I'm not an expert at), I was comparing four door only on purpose. I consider that apples to apples, esp. since the comment was on interior passenger space. Two door cars generally are a PITA for rear passengers and IMO make poor people transport cars. I tossed the SI stats in there because I clicked the wrong link first and didn't bother to take out those numbers (sorry for the confusion).
My Cooper is also two doors of course, so I probably shouldn't have tossed that in there - I only did to comment on short cars and their appeal.
I still consider that if 1) you are looking to haul four people, 2) don't care much about trunk space/hauling 3) have to park in a city or small garage where size is important then:
There is an appeal, beyond fashion to get a Fit which has four doors, vs a four door Civic.
I don't have a particular interest either way since I don't carry four people for my commuter car and also have a larger vehicle for more people and hauling stuff.
Mike 10:14AM (7/09/2007)
Did a bit more digging and saw my mistake.
Civic DX Four Door: $15,010.00
Civic LX Four Door: $16,960.00
So if you're going strickly on price, you're right, Civic might not be a big price difference. If you're going more for size, then the Fit might be the winner.
MrBungle 12:53PM (7/09/2007)
Dave, that's a pretty useless comment...
The Fit and Yaris offer a lot of advantages in their market segment:
1. They're both tried & true international models that have undergone significant testing and refinement in other markets for years.
2. They're made by Honda and Toyota, which are higher quality manufacturers than Ford and Chevrolet by far, and to a lesser degree, Hyundai. This translates to better fit & finish, better reliability and usability, and greatly increased resale value.
3. The Fit offers much more hauling space than the Civic or Corolla (and even similar interior space), it just does it with a less American-market-accepted hatchback. Many common items - furniture, plants, large boxes, etc. - would be much more at home inside a Fit than a Civic's trunk.
4. To compare apples to apples, you'd have to stack the Fit ($14,850) against a Corolla S ($15,500) or Civic LX Sedan ($16,900) as far as comparable features.
5. The Fit and Yaris have smaller exterior dimensions, and the Fit better handling than the larger cars than you mentioned.
You didn't mention the Scion xD, another strong upcoming contender, which will likely be priced below the Fit, with similar features. It uses a Corolla engine in a Yaris body.
Those are some of the major points that have led me to consider the Fit and xD over the alternatives. Coming from central Texas, I suppose driving anything smaller than a lifted F350 could be considered "making a statement" - but I'm only concerned about the better value for the money.
Don 4:36PM (7/09/2007)
The Fit, Versa, and Yaris are hardly fashion statements...that would be the Smart.
Dave 8:26AM (7/09/2007)
If manufacturers start churning out small diesel engines, the Cobalt/Civic/Corolla/Rabbit sized cars will suddenly get better mpg than the Fit/Yaris.
And the Mazda2 will be left without an audience.
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BC 10:36AM (7/09/2007)
A diesel will still command an upfront price premium though, so for many people gas still makes sense. It's not all about fuel economy. Sure diesel is more popular in Europe, but it is most popular in mid-size vehicles. In the smallest of cars, gas still rules, and even with higher fuel prices there, it would take a lot of driving for the MPG savings of a diesel to "pay for" the upfront cost.
It's not all about size either. A small hatchback is simply more useful and versatile than a small sedan, and buyers of Fit/Versa/Yaris realize this. It's not that buying a small hatchback is all a fashion statement, it's just that for the first time in a generation, there is actually a selection to choose from.
Hamud 8:29AM (7/09/2007)
23,769 Fits sold in 2006 and 23,769 sold in the first 6 month of 2007, such a coincidence, heheehhe.
Guess Mazda and Ford should stop thinking and do it. Time is money and they need both.
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sean 9:44AM (7/09/2007)
The base line is that people are getting smarter at the way they spend their money, they are getting more fore less.
BC 9:22AM (7/09/2007)
While the cost and MPG of the Yaris/Fit vs. the Corolla/Civic might not be that different, the flexibility of space is important and that probably factors into buyers decisions. Small cars with trunks are a waste of space.
Americans are always said to hate hatchbacks, but a few of us love them, and know that just because one car might be bigger than another doesn't mean it's more useful. Perhaps the Fit sold well because it took advantage for pent-up demand by folks who haven't had the option of buying a non-SUV hatchback from a Honda dealer in over 10 years?
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C. McFeeny 9:28AM (7/09/2007)
I call BS on owning a small hatchback being a "fashion" statement. You know what the statement is? "I don't have that much money, but I want a quality car with a decent amount of space that gets good fuel economy."
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Dave 10:02AM (7/09/2007)
I call bs on you.
Most people who are short on cash will buy a used Corolla/Civic/Focus etc.
They will save on purchase cost, taxes, and insurance vs. a Fit. BTDT.
There is a VERY VERY SMALL number of people for whom this segment makes financial sense. And there is almost no profit in it. So Mazda would very possibly be slitting their throats entering this segment unless they can come up with something fashionable - like an XB, a Mini, or anything that says "Honda" on it.
Peter 10:21AM (7/09/2007)
I agree. The fashion remark is clueless and couldn't be more wrong.
I will not buy a car with a trunk because a hatchback is so much more versatile. I am only looking at good mileage small wagons or hatchbacks for my next car (~2009), such as:
VW Jetta Wagon Diesel.
VW Rabbit Diesel (if Avail).
Matrix/Vibe.
Honda Fit or other high mileage hatch/wagon...
None of these are particularly sharp styled vehicles IMO, some downright lame/boring. But that is not what it is about.
Fashion has nothing to do with it, good sense does. There is a reason why Europe is full of high mileage hatchbacks. The make perfect sense.
Americas dislike of hatchbacks has always seemed outright moronic to me. A small limited trunk makes a vehicle more desirable??
Murph11 8:23PM (7/10/2007)
I am lucky enough to own one Fit AND Mazda3. Love them both, and would have purchased a Mazda2 if it was available for same price as the very affordable Fit.
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bmoredlj 9:52AM (7/09/2007)
With Fits in short supply and the xB growing itself right out of the subcompact segment, there is an opportunity right now for the Americans. And yet, they're all waffling - The new Chevy Aveo is nice, but it's still a gen behind the Fit in refinement; and WHY DIDN'T THEY REVISE THE AVEO5???; Chrysler is striking a deal with Chery, but lord knows when an actual car will come out of that; and Ford is taking a good long time coming out with anything small and appealing. The new Focus is hideous at and no longer offers a hatch (so no more competition with the Fit/Yaris), and Mazda is concentrating on slow-selling Edge-clones (how many versions of the Edge are out there now? Six? Seven?)
By the time the Big 3 get their $#!t together, demand will probably be down and supply of Fits and whatnot will be ample. In other words, they'll have missed another opportunity to be proactive in an ever-changing market. They'll just be playing catch-up, like they have since the 70s...and that's just sad.
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